LeadingAge New York Annual Conference 2017 June 2017 | Page 14
Target Markets: From the Outside In
By Jacqueline Colafemina
Were you prepared for Mobilegeddon? Does your
facility understand your target audience? Do you see
your outreach statistics improve each year? If you
answered no to any of these questions, it would be
beneficial to revisit your marketing plan and develop
a plan from the outside in.
During the session From
the Outside In: Gaining a
Deeper Understanding of
the Prospect’s Decision
Making Process, Jackie
Stone, VP sales consulting,
Varsity, Wormleysburg,
PA presented a project
devoted to analyzing what
makes up a facility’s target
audience and how to
effectively market to them.
audiences were getting their information that led to
their decisions. An example of useful insight from
the project was that people often don’t research
facilities until they need them, and that they don’t
know where to really start looking in the first
place. The study also
showed that a majority
of the research was
done electronically
on mobile devices or
computers.
Keeping up with
the trend of your
designated market is
vital to your facility’s
success. The statistics
gathered through this
project clearly show
Project Looking Glass III
the trend is moving
entailed researchers living
to online advertising
in a community for 30
for senior care.
days and 30 nights twice
Great news because
throughout the year. This
it is a cost-effective
gave marketing researchers
method. The study
insight into the life inside
found that 86 percent
different communities. It
of participants skip
The study found that ... 44 percent of direct mail is
gave them a deeper dive
television commercials,
NEVER
opened
...
nearly
46
percent
of
participants
into the decision-making
44 percent of direct
indicated that a website’s design is their number one
process of their target
mail is NEVER opened,
market including insight
criteria for the credibility of an organization and videos 91 percent of people
on events or situations
unsubscribed from
on landing pages increase conversions by 86 percent.
that triggered the start of
company emails they
an investigation, factors
previously opted into,
influencing the decision to buy or not buy, impact
nearly 46 percent of participants indicated that a
of faith on their decision, importance of care in
website’s design is their number one criteria for the
the decision and trends and/or differences among
credibility of an organization and videos on landing
age groups.
pages increase conversions by 86 percent.
The project gave insight to many statistics revolving
around faith or religion, age factor and how target
14
Don’t fall behind the curve. Reassess your
marketing plan and hit your target audience.
Adviser a publication of LeadingAge New York | Summer 2017